The arrival of Sony Interactive Leisure’s PlayStation 5 in Chile was probably the most anticipated occasions nationwide. This gave the touchdown of the console in Chile an ideal alternative to grow to be one of many milestones of 2020. For six months, the PR group labored on a technique that not solely sought to extend the expectation in potential customers however contribute to potential gross sales.
The communication marketing campaign for the launch of PlayStation 5 achieved 1,726 free revealed tales in all media, for a PR worth of $3,023,657. The full influence of the marketing campaign reached greater than 330 million folks — 20 occasions greater than all the Chilean inhabitants (17,948,141). Impressions exceeded 410 million.
The marketing campaign started with a stage referred to as “Immersion,” providing an unique interview for the primary time in Chile with Jim Ryan, CEO of Sony Interactive Leisure. The group spent a month making ready for and pitching the interview, together with making ready articles that regularly revealed the design of the console.
The second stage, “Thunder,” consisted of the launch of the console itself. A sequence of strategic alliances was applied, with 14 media members and an unique squad of 11 influencers speaking every promotional exercise to generate visibility for the console.
The third and closing stage, “International Anthem,” consisted of closing the achievement with totally different milestones to shock followers. The principle occasion was a particular unboxing, making chosen media members and influencers the primary within the nation to have a PlayStation 5 of their arms. As well as, a problem was created on TikTok, with 5 nationwide TikTokers and celebrities passing the “DualSense” management to one another one after the other.
Lastly, a joint digital occasion was held in Argentina to shut the celebration of the console’s arrival in each international locations. Two celebrities participated by delivering their imaginative and prescient and showcasing the qualities of the PlayStation 5 console.
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